MARKETING EVALUATION OF BUSINESS ACTIVITY AND PROFESSIONAL ORIENTATION OF ENTERPRISE PERSONNEL

Abstrakt

INTRODUCTION. In the process of solving diverse tasks of intellectual resource development management, in particular, making decisions on the feasibility of outsourcing knowledge, the management of the enterprise needs to have detailed information about employees, the most important component of which is information about the business activity and professional orientation of the personnel.

THE HYPOTHESIS OF THE SCIENTIFIC RESEARCH is to substantiate the concept of "Three Ps", for the possibility of implementation in the developed methodology for assessing the business activity of personnel.

THE PURPOSE OF THE RESEARCH is marketing analysis of business activity and professional orientation of the personnel of enterprises

THE METHODOLOGY OF SCIENTIFIC RESEARCH is to cover a set of principles of scientific research, general scientific and special analytical methods that made it possible to solve the tasks set. In particular, to solve the research tasks, the methods of analysis, synthesis, generalization, comparison, induction and deduction were used – to determine the essence, content, types of factors  of influence  on the assessment  of business activity, to substantiate the determinants of influence on the implementation of the professional orientation of employees.

CONCLUSIONS AND PROSPECTS FOR FURTHER RESEARCH. The open structure of the marketing evaluation indicator system allows:

- to logically build a system of values, using the potential capabilities of the enterprise's employees as a basic intangible resource;

- to orient the activities of personnel towards the implementation of the strategy developed by the management through their motivation and stimulation to increase competence and professionalism;

- to evaluate the results of work, predict and reveal problems, even by "weak signals";

- to observe, analyze and characterize the general state of the socio-technical system operating in a complex and dynamic environment;

- to assist enterprise managers in forming groups and developing effective solutions.

KEYWORDS: intellectual potential; innovations; business activity of personnel; marketing evaluation; human resources.